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THERE'S A FLAVOUR OF ITALY AT THE SUMMER FANCY FOOD.
The triumph of good food in all its different aspects and the promotional showcase par excellence for food for the American market.
This is the thinking behind Summer Fancy Food, a totally unmissable event taking place in New York from June 30th to July 2nd. Companies sporting the ‘made in Italy’ label, who are being coordinated for the occasion by the ICE (Italian Trade Commission), are preparing to showcase their very best, bolstered by the undoubted international supremacy of Italian cuisine.
From time to time the Italian pavilion will undergo a transformation, before the visitors’ eyes. It will go from being a coffee bar and somewhere to enjoy an intensely aromatic espresso, to a place of conviviality in which to sip a sparkling wine as an aperitif accompanied by a sliver of Parmigiano Reggiano cheese or one of the many classic Italian cured meats, some of which represent important new products waiting to be unveiled.
This is the reason that ICE, in collaboration with the sector's trade association ASSICA (Association of Meat and Cured Meats Industries), will be staging tasting events for the press. But it can also be transformed into a pasta factory in which it will (not) be possible to count how many different shapes of pasta the creativity of the Italian companies has managed to come up with, or a vinegar cellar and the place to discover the captivating flavour (but not the secret) of products with ancient origins, such as balsamic vinegar. That’s without overlooking the many other basic ingredients of Mediterranean cooking, such as extra-virgin olive oil, vegetable preserves and desserts, with a greedy eye on the ice creams. Nothing is going to be overlooked in what, to all intents and purposes, can be viewed as “the temple to good flavours”, in order to achieve the objective of creating new business relations or strengthening those that already exist, even by involving the emotions.
The bases from which to start are excellent: the United States are in fact one of Italy’s most important partners and, outside of the European Union, they are Italy’s major importer for its home-produced agrifood products. What is more, Italian exports to the USA have grown by almost 10% since 2012 and events such as Summer Fancy Food, the major specialist trade fair on the American continent, are essential for introducing and getting oneself known better.
ICE's role in this will be that of facilitating the event and the exchanges between the Italian companies and the American operators.
A service centre will be set up in the Italian pavilion to assist visitors and help them find the business or types of Italian product that most closely matches their needs. Advertising campaigns are also planned for the sector’s major trade journals in the days leading up to the event. Everything, therefore, will be organised with the aim of providing an unforgettable experience through all that is best about Italian food, paying careful attention even to tiniest detail.
This is what will make the difference and will help to retain the distinction of being leaders of excellence, in a setting that will see over 2400 exhibitors from more than 80 different countries in attendance.